A logo is more than a picture; it’s an identity. It is the face of the brand. A logo helps people remember and identify a business. However, a badly designed logo can lead to confusion, negative attention, or an Internet joke.

Over the years, some popular businesses have been criticized for their logo designs. Some logos were hard to understand, while others had bizarre concepts, perplexing meanings, and appearances far removed from what the company envisioned.

Let’s highlight some popular logo flubs and what companies can do to prevent them.

What makes a logo fail?

Before the examples, it’s worth checking what might make a logo unsuccessful. Logos may be illegible, overcomplicated, or just poorly designed—any of these can lead to failure.

While a symbol can convey the right message at certain angles, it can send a negative message at others. Understanding of the entire logo may change with even the slightest design aspect.

Choose a logo that is simple, easy to understand, memorable, and appropriate for your brand.

Gap Logo Redesign

Gap’s 2010 logo is quite different from its famous brand logo design services. The new version featured a basic black word mark with a little blue square.

The unexpected turnaround didn’t please many customers. Many people weren’t familiar with the new logo, since they had used the old one for years.

In response to public outcry, Gap reverted to its old logo just a few days later.

The following case is a prime example of how taking liberties with a popular brand without considering customers can be precarious.

Pepsi’s Logo Changes

The Pepsi logo has evolved numerous times throughout the years. Some redesigns drew mixed reviews because they didn’t feel new to customers.

Changing a logo isn’t necessarily a bad thing, but it shows how challenging it can be to refresh a familiar logo. Even minor tweaks to an existing logo can draw a great amount of attention when people have strong feelings about the old logo.

Before brands make major logo changes, they should test them thoroughly.

London 2012 Olympics Logo

Since being unveiled, the London 2012 Olympics logo has been a major topic of discussion. Regarding its humorous form and brilliant colors, no one was buying in.

A few found it creative and modern; others found it hard to understand.

What is the “how-to” of the lesson? Difference isn’t necessarily sufficient. A logo can be unique, or it can attempt to suggest the right feeling and be comprehensible to people.

This is the 2012 UC logo.

The University of California introduced the new logo in 2012. The new design was simple, but many disliked it and criticized its look.

The reaction was so strong that the university eventually dropped the problematic design.

This is a prime example of why organizations should bookend their branding decisions by listening to the people they’re making them for.

If a logo doesn’t look as intended

One common logo issue is when a logo creates the wrong impression. What a designer sees in a shape or set of ideas may look completely different to customers.

This can happen because of inadequate spacing, unusual shapes, or poor element placement.

Businesses should run a logo test with a range of consumers before launching. Fresh eyes can often spot what the designer misses.

Don’t let your logo be one of those fails!

A company doesn’t need an overly elaborate strategy to avoid a poor logo design. Come up with a clear idea of what the brand stands for.

Don’t clutter it with too many colors, fonts, or shapes. Ensure the logo is easily visible at both large and small sizes.

Also, look at the logo in B&W. If the design looks good only because of the colors, it may need some enhancements.

For companies with a constrained financial plan, you can also check the designer’s site and verify whether they have previous work or a portfolio.

Test the logo before launching!

One of the simplest ways to spot logo problems is through screening. Show the design to people who weren’t involved in its development.

Ask them to describe what they see, what the logo says to them, and whether they can discern a brand message.

Test the logo on your web pages, mobile devices, business cards, and packaging and signs. Clarity matters when a logo is used in different contexts.

Understand From Logo Errors

Businesses can learn valuable lessons from logo failures. While it’s not always possible to create a design that pleases everyone, it must still clearly represent the brand and not be easily confused.

Completely redesigning a business simply for the sake of redesigning isn’t always a good approach. You can achieve strong results through research, strategic planning, testing, and customer feedback.

Conclusion

The following list of logo fails shows that even established, renowned brands can get their logo designs wrong. Looking at the Gap redesign, the London 2012 Olympics logo, and the University of California logo, it’s clear how powerful people can respond to a change in visual identity.

The best logo for someone is simple, clear, memorable, and suited to the brand. As a business, test your design and gather feedback before launching a new concept, and make sure it doesn’t carry unintended meaning.

A first impression can go a long way, and a hasty logo design can leave a lasting negative impression.